Sterling Raphael is an entrepreneur, speaker and the founder & CEO of @NFiStudios, focusing on delivering innovative technology to associations and events around the world.

There are new realities encountered by businesses in today’s fiercely competitive, warp-speed environment. Because of easy access to information on most companies through prospects, candidates, partners, etc., and the inevitable social technologies; company culture has become one of those realisms and is indeed an observable, powerful force.

Companies have much to gain by employing systems that support long-term relationship building.  For example, no longer are the days when one can construct slick marketing that fakes the real culture or personality of your company. It has been this writer’s experience that ‘people don’t care about how much you know until they know how much you care.’  Project by project, this care must meander throughout the whole company, creating a truly proactive customer-driven company culture in the process.

Leadership will need to pay more attention to their company’s cultural makeup up if they are to manage employee change/recruitment effectively. ‘Company culture dictates acceptable and unacceptable behavior within a company. Understanding how this impacts recruitment is vital to hiring the candidates that fit.’    Potential employees will assimilate smoothly into the business’s unique culture when they realize that inherent within your company culture ‘doing the right thing is the right thing to do’.  Read more.

Undoubtedly, a steady and sustainable work ethic cultivates creativity.  It would do well to ponder the connection between fulfilled employees and satisfied customers.  Employees who are appreciated can transform into a wealth of creative energy and become your strongest resource.

‘The important thing isn’t which adjectives you choose to describe your culture; it’s taking the steps to cultivate it. Your employees are your greatest assets, and when your business experiences a growth surge, you need a united front of employees that supports your company’s efforts in mind, body and spirit.”

As transparency, social, and open, in the workplace continues to expand, companies with a positive company culture will have a competitive advantage in a crowded market place. When consumers share information through social technologies, it can have a real impact on your company. Seeping into the river of social technology is your company culture; it will be prominent and make a defining mark about your services, your products and your customer relationships in the market place.  Remember: your company culture will continue to thrive in an environment where learning from mistakes is considered an attribute and accountability and motivation are strengths consistently evaluated.

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